Consumer purchases are influenced strongly by cultural, social, personal, and psychological characteristics, For the most part, marketers cannot control such factors, but they must take them into account. We illustrate these characteristics for the ease of a hypothetical customer, Anna Flores. Anna is a married graduate who works as a brand manager in a leading consumer-packaged-goods company. She wants to buy a camera to take on holiday. Many characteristics in her background will affect the way she evaluates cameras and chooses a brand.
Cultural Factors
Cultural factors exert the broadest and deepest influence on consumer behavior. The marketer needs to understand the role played by the buyer's culture, subculture, and social class.
• Culture
Culture is the most basic cause of a person's wants and behavior. Human behavior is largely learned. Growing up in a society, a child learns basic values, perceptions, wants, and behaviors from the family and other important institutions. Like most people, in her childhood, Anna observed and learned values about achievement and success, activity and involvement, efficiency and practicality, progress, material comfort, individualism, freedom, humanitarianism, youthfulness, and] fitness and health. Sometimes we take these values for granted, but they are not cultural universals
A trade delegation trying to market in Taiwan found this out the hard way. Seeking more foreign trade, they arrived in Taiwan bearing gifts of green baseball caps. It turned out that the trip was scheduled a month before the Taiwan elections, and that green was the color of the political opposition party. Worse yet, the visitors learned after the fact Chat according to Taiwan culture, a man wears green to signify that his wife has been unfaithful. The head of the community delegation later noted: T don't know whatever happened to those green hats, but the trip gave us an understanding of the extreme differences in our cultures.'4 Marketers are always trying to spot cultural shifts in order to imagine new products that might be wanted. For example, the cultural shift towards greater concern about health and fitness has created a huge industry for exercise equipment and clothing, lower-calorie and more natural foods, and health and fitness services. This allowed Snapple to change the face of the US soft-drinks market with its 'new age' iced teas and fruit-flavored drinks. The shift towards informality has resulted in more demand for casual clothing, simpler home furnishings, and lighter entertainment. And the increased desire for leisure time has resulted in more demand for convenience products and services, such as microwave ovens, fast food, and direct lines financial services such as First Direct and Direct Line. Concern for the environment is influencing consumer behavior both through legislation and through demand for less wasteful goods.
https://www.egypttales.com/2022/04/models-of-consumer-behavior.html
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